Coco Gauff, the rising American tennis star, has garnered significant attention this year for her remarkable achievements, culminating in a title win at the 2024 WTA Finals. While her victory at the prestigious tournament was the focal point of the conversation, another topic has emerged in recent days: the outfits she wore during the event, specifically the clothing provided to her by her sponsor, New Balance. Gauff, who has been a part of the New Balance family since she was 14 years old, has faced some criticism over the “extremely tight and revealing” outfits the sportswear giant designed for her, despite her success on the court.
New Balance, a company that has supported Gauff’s journey for nearly a decade, has a unique collaboration with the 2023 US Open champion. The brand now creates custom clothing and shoes specifically designed for Gauff, including the signature CG1 shoe that debuted in 2022 and its latest iteration, the CG2. This partnership has helped Gauff establish her brand both on and off the court, but recently, New Balance has come under fire for the attire it chose for the 19-year-old during the 2024 WTA Finals in Shenzhen.
During the tournament, which marked her third consecutive appearance at the WTA Finals, Gauff sported a purple outfit designed by New Balance. Her performance was stellar, surpassing her previous year’s semifinal finish to clinch the championship. She triumphed over Aryna Sabalenka in the semifinals and then went on to defeat an inspired Zheng Qinwen in the final, capturing her first-ever WTA Finals title. While her stunning play and victory were the talk of the tennis world, the conversation around her outfit quickly became a topic of discussion, especially during a podcast featuring former tennis coach Rennae Stubbs and Caitlin Thompson.
On the podcast, Thompson expressed admiration for Gauff’s purple outfit, calling it “the best I’ve seen her in.” She further commented on Gauff’s wardrobe choices over the years, saying, “Her stuff is often good, but a lot of times they put her in extremely tight and very revealing clothes.” Stubbs, who coached Serena Williams during some of her career’s most defining moments, responded by acknowledging that while Gauff’s physique makes any outfit look flattering, the style choices at times can feel too revealing. “This one I felt like was quite… She’s got an insane physique, so it’s not like anything’s going to be unflattering on her, but this one for me just was 10 out of 10,” she added.
Despite the criticisms from some observers, Gauff has expressed nothing but satisfaction with her long-standing partnership with New Balance. Speaking about her relationship with the brand in an interview with Andscape, Gauff stated, “I’ve been with the brand since I was 14, so they have been there for every step of my journey and truly care about me as a person — not just an athlete.” Gauff’s bond with New Balance is one of mutual respect and understanding, with the brand supporting her growth both as a tennis player and as an individual. This personal connection has allowed the 19-year-old to express herself authentically, both on and off the court.
The collaboration between Gauff and New Balance goes beyond just her on-court outfits. In 2022, Gauff became the first tennis player to launch a signature shoe with the brand, the CG1. This move marked a significant milestone in her career, as it allowed her to showcase her own personal style and vision for tennis footwear. Recently, Gauff released the second iteration of her signature shoe, the CG2, further solidifying her presence in the fashion world while remaining deeply connected to her tennis roots. Reflecting on the experience of designing the CG2 with New Balance, Gauff shared, “The entire team at New Balance is awesome to work with. So going through the process for a second time was so great.”
While Gauff’s relationship with New Balance remains strong, the recent criticism of her outfits highlights a larger discussion about how women athletes are often scrutinized for their clothing choices, especially when it comes to their appearance on the court. Tennis has long been a sport where women are subject to intense media attention, and the outfits they wear often become a focal point, sometimes overshadowing their athletic achievements. For Gauff, whose focus is primarily on excelling in her sport, this scrutiny can feel unnecessary. She has been outspoken about her desire to be seen as more than just a young woman with impressive physical attributes, and her performances on the court—such as winning the 2023 US Open and now the WTA Finals—prove she is more than capable of handling the pressure.
The issue of clothing and the expectations placed on female athletes is not unique to Gauff. Many women in sports face similar commentary about their attire, with their appearance often becoming more of a talking point than their athletic prowess. In tennis, where the fashion industry has long been intertwined with the sport, players like Gauff are often caught between staying true to their personal style and conforming to the expectations of sponsors and fans.
Despite the attention on her clothing, Gauff’s accomplishments speak for themselves. In addition to her WTA Finals victory, she claimed the 2023 US Open title, marking a major career milestone. Her win at the US Open propelled her into the spotlight, cementing her place as one of the most promising players in women’s tennis. Her performances on the court reflect her maturity and resilience, as she has grown into a formidable competitor at just 19 years old.
Looking ahead, Gauff will continue to work with New Balance as she enters the 2024 season. With the brand’s continued support, she will aim to build on her recent success and further solidify her position as one of the sport’s most exciting talents. Whether she’s sporting custom-designed outfits or her signature CG shoes, Gauff remains focused on her career and her personal journey, with her sights set on achieving even greater heights in the future.
In conclusion, while Coco Gauff’s recent WTA Finals victory and her outfits received mixed feedback, her relationship with New Balance remains strong and mutually beneficial. As one of the brightest young stars in tennis, Gauff’s ability to rise above external commentary on her appearance while focusing on her performances is a testament to her maturity as an athlete. With continued success on the court and a positive partnership with New Balance, the future looks incredibly bright for the 2023 US Open champion, who is poised to make a lasting impact on the world of tennis.